My mentor, Dan Kennedy (http://www.dankennedywebsite.com), emphasizes creating a lead generation magnet and a secondary reason for response.

Let’s briefly discuss these powerful marketing concepts and how they can make you rich.

A “lead generation magnet” is typically free information that your target market wants to have.

For example, an accountant might offer a free report entitled “7 Big Money Tax Saving Strategies The IRS Does Not Want You To Know.” A sales consultant might offer a free report entitled “The Unusual Secret For Doubling Your Sales In 90 Days Or Less. ”

The idea is to create a free report on a topic of interest to your target market and give it a compelling title.

How do you use this “lead generation” magnet after you created it? It’s easy.

You offer your free report in all your ads, lead-generation letters, and other lead-generation materials. The free report acts as bait to attract the fish (your prospects) to you.

There are a couple of of ways to approach this. The first is to market the free report without mentioning your services. When you send the free report to someone who requests it, you also send a sales letter, brochure, etc., about your services.

The second way to use the free report is as a “secondary reason for response.”

In this case, your marketing materials sell the prospect requesting information about your services, and the free report is a “bonus gift” they receive. The free report gives them a second reason to request your information.

Your free report doesn’t have to be long. A single sheet of paper printed on both sides is fine as long as you provide quick tips. I know people who have reports that are 68 pages long.

The content of the report is more important than its length. You want to give real information, not just make it a sales letter.

In the report, provide your prospect with real, usable information. Then, in the materials you send, sell your services.

If you take action and use this strategy, it will transform the quality and profitability of your business.

Kick butt, make mucho “dee-nero!”

~Dave Dee

P.S. Want to see examples of lead generation magnets that you can model? Get your copy of “Your Marketing Department In A Box.” It is the best value in marketing today and is the best thing you can do for your business. www.davedee.com/box